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Exploring the Impact of Online Community Engagement on Restaurant Brand Equity: A Comprehensive Analysis of Brand Awareness, Image, Perceived Quality, and Loyalty

윤보람|전경열
산업개발연구소 (kyungsung university)|2023.12|산업혁신연구 (Journal of Industrial Innovation)|제39권 제4호|pp. 402-416|DOI 10.22793/indinn.2023.39.4.036

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키워드

awarenessbrand imagebrand equityperceived qualityonline community participationsocial network pages

초록

This study explores the impact of online community participation, particularly on social network pages such as Facebook, on various dimensions of brand equity for a restaurant. With a sample of 270 patrons, the research delves into both active and passive engagement within online communities and their effects on brand awareness, brand image, perceived quality, and brand loyalty. The results reveal that active participation significantly enhances brand awareness. Patrons engaged in activities such as sharing information and participating in contests contribute to an expanded recognition of the restaurant brand, thereby influencing its market presence and customer outreach. Moreover, active participation positively influences brand image. Enthusiastic postings and information sharing within the online community shape a positive and dynamic brand image, highlighting the role of engaged consumers in influencing perceptions within the online community. Perceived quality emerges as a critical component influenced by active participation. Consumers engaged in online community activities are more likely to perceive the restaurant's products or services as of higher quality, reflecting the impact of online engagement on subjective assessments. Additionally, the study establishes a significant positive effect of active participation on brand loyalty. Consumers actively involved in various online community activities, such as contests and product information viewing, demonstrate a higher likelihood of developing brand loyalty, fostering repeat business and positive word-of-mouth. While providing valuable insights, the study has limitations, including a focus on a specific restaurant and reliance on self-reported survey data. Future research could address these limitations by broadening the scope and employing experimental or longitudinal designs. In conclusion, this research contributes to understanding the intricate relationship between online community participation and brand equity in the restaurant industry. It emphasizes the pivotal role of dynamic engagement on social network pages in shaping perceptions and fostering loyalty, highlighting the significance of online communities in contemporary marketing strategies.

Abstract

This study explores the impact of online community participation, particularly on social network pages such as Facebook, on various dimensions of brand equity for a restaurant. With a sample of 270 patrons, the research delves into both active and passive engagement within online communities and their effects on brand awareness, brand image, perceived quality, and brand loyalty. The results reveal that active participation significantly enhances brand awareness. Patrons engaged in activities such as sharing information and participating in contests contribute to an expanded recognition of the restaurant brand, thereby influencing its market presence and customer outreach. Moreover, active participation positively influences brand image. Enthusiastic postings and information sharing within the online community shape a positive and dynamic brand image, highlighting the role of engaged consumers in influencing perceptions within the online community. Perceived quality emerges as a critical component influenced by active participation. Consumers engaged in online community activities are more likely to perceive the restaurant's products or services as of higher quality, reflecting the impact of online engagement on subjective assessments. Additionally, the study establishes a significant positive effect of active participation on brand loyalty. Consumers actively involved in various online community activities, such as contests and product information viewing, demonstrate a higher likelihood of developing brand loyalty, fostering repeat business and positive word-of-mouth. While providing valuable insights, the study has limitations, including a focus on a specific restaurant and reliance on self-reported survey data. Future research could address these limitations by broadening the scope and employing experimental or longitudinal designs. In conclusion, this research contributes to understanding the intricate relationship between online community participation and brand equity in the restaurant industry. It emphasizes the pivotal role of dynamic engagement on social network pages in shaping perceptions and fostering loyalty, highlighting the significance of online communities in contemporary marketing strategies.

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